TotSquat | US-based | eCommerce Brand
Creative & Brand Strategy | Paid Social Creative & Influencer Management | Email Marketing | Website Design & SEO Optimization
TotSquat needed a growth partner who could lead strategy and execute across every touchpoint, from content and ads to email and website optimization, building a cohesive system designed to perform at every stage. That’s where we stepped in.
I led Meta’s ad strategy end-to-end, owning the full creative and executional process. From creator outreach and negotiation to ad ideation, scripting, and direction. I also worked closely with the video editor during post-production, providing feedback and refinements to ensure each piece stayed aligned with the strategy and performance goals.
Each campaign was built around structured A/B testing, launching multiple hooks per concept to validate angles, messaging, and emotional triggers.
Content focused on relatable moments, clear pain points, and action-driven messaging, continuously tested and refined to improve performance.
TotSquat needed a product page that could match the clarity and trust built through paid media. To support conversion, the PDP had to clearly explain the product’s value while reducing friction for parents with questions. The solution focused on refining visuals and copy around a clear strategic direction.
When I joined TotSquat, organic content was limited and audience interaction was low. While paid media was driving traffic, social channels weren’t yet supporting that growth or building connections.
To close that gap, I designed an organic content strategy to complement paid efforts. Ensuring that when parents arrived from ads, they found a feed that felt educational, relatable, and aligned with real-life parenting.
Email marketing extended that relationship beyond social media. I built and optimized life cycle flows on Klayvio focused on education, reassurance, and long-term trust, supporting a longer, more considered purchase journey.
Together, organic content and email worked as a cohesive system, designed to nurture confidence over time and reinforce conversion beyond the first touchpoint.
The product was already strong. My role was to bring clarity, shaping how it showed up in the market, reducing hesitation, and helping parents feel confident in their decisions while building long-term brand loyalty. The result was a brand experience that felt clear, trustworthy, and designed to convert.
*More content available upon request.
